Beyond the sales pitch, it’s about timing

As a collector of sports memorabilia, I’m on a bunch of mailing lists. Most of the offers I get are for items I can buy almost anywhere – except for the offers from Steiner Sports.

Here’s their typical email after a big game or event:

To: Jeffrey Gitomer

Subject: Notre Dame Remains Unbeaten After Huge Win at Oklahoma!

Notre Dame just keeps on rolling, and in the process is making a convincing argument as one of the best teams in the nation! After knocking off a very good Oklahoma team on the road, ND has conquered every challenge thus far this season, and remains unbeaten as the calendar rolls into November!

To celebrate ND’s return to greatness, click here for five great Notre Dame values! All are available for a very limited time only – limit one per customer!

1. Look closely at the time stamp on the email. 1:02:24 AM EDT. It was sent less than two hours after the game was over. That’s ON TOP OF IT. How quickly do you respond to the opportunity for a sale?

2. He was ready for the opportunity with a story, inventory and a “special offer.” And what do you bet that if Oklahoma won, he’d have had an offer for them. Excellent bet. How prepared are you to make an attractive, “time sensitive” offer?

3. He strikes while the iron is blazing hot. The emotion of the Notre Dame win will reach fans when they’re most likely to buy. I venture to say he has 1,000 more hot irons ready to strike when the news or the score is right. How’s your timing, and what’s your offer at a time when your customer is ready and willing to buy?

4. Look at the body of his email. Steiner combines a short, personalized, compelling message with a value-based offer. You have to read it – and then, if you’re a Notre Dame fan, or know one, you click to see the offer. Either way, you’re not offended because the message was short, informative, and fun. Brilliant. What kind of messages are you sending your customers and how are they responding?

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